Having a USP integrated into your business can lead to you being firmly on the road to live where you want, drive the car you like, travel the World, be able to buy, berth, maintain and run a boat, be healthier, live longer…and even have more sex.

Creating a unique standpoint takes thought and hard work, but it's worth it and until you have a position of differentiation I don't believe you should be saying anything to anyone about your business. All you're doing is underlining your mediocrity.

In the same way James Hunt went about life with a smothering of confidence, your business should be going about its marketing and applying the colour of your already decided and planned Utterly Seductive Proposal.